This article is my response to the following user experience writing challenge:
|Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.|
|Challenge: Tell the user that one of their favorite bands is playing live in their town. How would you compel |
them to want to go?
|Headline: 30 characters max|
Body: 45 characters max
Button: 25 characters
To make this challenge easier on myself, I selected my favorite music artist and the closest musical venue. My next step involved drafting two versions of the text.
|DRAFTS||VERSION A||VERSION B|
|Headline||H.E.R. in Concord Today!||H.E.R. is Here Tonight!|
|Body||Go see H.E.R. at the Concord Pavilion||See H.E.R. in concert at the Concord Pavilion|
|Button||Buy Tickets, Skip||Tickets, Skip|
Headline Approach: I thought it would be efficient for the headline to announce both artist name and the location of the concert venue. In Version A, I used my local municipality to offer a more precise location for the user. Version B is more generic with the word ‘here’.
Body Approach: The headline is for announcing the event. I used the body copy to invoke the desired action. The action verbs ‘go’ and ‘see’ are simple and do not require a lot of characters.
Button Approach: Even with only 25 characters at my disposal, I decided to create two buttons. The first is for the user to buy tickets. The other is for exit the notification. ‘Skip’ is a word associated with music player apps.
FINAL DRAFT: After considering the pros and cons of both drafts, I decided to incorporate elements from versions to produce the following:
|Headline||H.E.R. is in Concord, CA Today!|
|Body||See H.E.R. in concert at the Concord Pavilion|